Antleader
Guide
#B3

Brainstorming

What is Brainstorming?

"Brainstorming" is a way to stimulate creative thinking.

Simply stated, it is the free expression of ideas on a given subject without the evaluation of the ideas by the group. The more ideas you have to choose from the better your final choice will be!

The idea of "brainstorming" is not new. It was popularized in 1953 by Alex Osborn upon the publication of his book, Applied Imagination, and through the subsequent work of the Creative Education Foundation. "Brainstorming" has been used success - fully by many industrial and research organizations involving business, engineering, scientific, and management problems.

How Does It Work?
Listed below are the essential elements of a "brainstorming" session:

1. The group leader writes the issue for which solutions are sought on the conference pad. The problem/question should be brief, specific, and stimulating.
2. The reason for the question should be made clear to the group. The group leader should provide all pertinent background information as well as information regarding how the ideas will be used.
3. The Ground Rules for "brainstorming" should be clearly explained. They are:
   • Every idea is acceptable (even if it sounds silly).
   • No evaluation of ideas is permitted by the group during the "brainstorming." This includes both verbal evaluation and non­verbal expression of approval or disapproval.
   • The quantity of ideas is the main goal -- quality ideas will normally follow. This is called "freewheeling."
   • Building on the contributions of others, referred to as "hitchhiking," is encouraged. Some of the best suggestions result from the stimulation provided by the ideas of others.
   • A time limit for the "brainstorming" stage should be set.
4. The group leader lists each idea on a board or pad as quickly as possible. It is written exactly as given. Hesitation in recording the idea sometimes gives the impression of disapproval. Usually the session begins with an initial spurt of ideas and then slows down. At this point, a new flow of ideas may be stimulated if the group remains silent for several minutes and thinks about the problem or issue and the ideas previously suggested.

Apply the Results

1. If several groups brainstormed the same idea, put the lists on a wall and let everyone read each other's work.

2. Group ideas into related categories for review.

3. Decide which ideas are most promising and which can be eliminated; this can be done by group putting pluses and minuses by items.

4. Rank­order the most promising.

5. Select those with greatest potential and high­ranking priority for either implementation or refinement by committee.

6. Be sure to utilize the ideas generated. It's extremely demoralizing for a group to invest its time, energy, and creativity and have its ideas disappear. On the other hand, seeing your idea come to fruition is extremely rewarding.

For more information on brainstorming or other "building blocks for development" call the Office of the Dean of Students at (949) 824-5181.

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